Preview the prompt +
# Build brief — an original marketing website in the taste of Hape
> Reference: https://www.hape.com · UIDiscovery: https://uidiscovery.com/sites/hape · captured 2026-09-23 at a 1440px desktop viewport (+ 390px iPhone shots) · [full page](https://uidiscovery.com/media/captures/hape/full.webp) · [scroll video](https://uidiscovery.com/media/captures/hape/preview.mp4)
## 1. Goal
Build an original marketing website for **[the user's brand]** that feels as considered as Hape — same structure, rhythm and polish, entirely new identity and content.
## 2. Originality rules
- Build an ORIGINAL design for the user's own brand in the same *taste* as Hape: structure, rhythm, hierarchy, palette mood and type pairing.
- Never reuse Hape's logo, name, product imagery, illustrations, icons, screenshots or copy. Write new copy for the user's product.
- If the user hasn't said what their product is, ask first (or use clearly marked placeholders like [Brand], [Product], [Audience]).
- Reference screenshots are for looking at, not for embedding or tracing.
## 3. The taste, in short
- Hape (hape.com): Shopping marketing website, light, colorful.
- 8 sections: Features → About → Features → Content → Features → Content.
- Spacing: short, dense bands (median section ≈460px).
- Type: one family (Greycliff CFExtra). Imagery: mostly typography with little or no imagery, some photography.
## 4. Page structure (top to bottom)
### 1. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (540px at 1440), page background; 4 images/icons (a set of cards or a small gallery); 4 buttons (tabs, toggles or per-card actions).
- Slots: Section title (~5 words, like the reference); 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- Topic (tone/length only — never reuse): “Play Today, Learn for Tomorrow”
- [Screenshot](https://uidiscovery.com/media/captures/hape/s-02.webp) · imagery: slot 1
### 2. About — tell the story or mission behind the brand.
- Layout: text block with a supporting image. Compact band (165px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Heading; Body copy.
- [Screenshot](https://uidiscovery.com/media/captures/hape/s-03.webp)
### 3. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Compact band (259px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description.
- [Screenshot](https://uidiscovery.com/media/captures/hape/s-04.webp)
### 4. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Half to one screen (460px at 1440), page background; 10 images/icons (a set of cards or a small gallery); form with 48 fields, 6 buttons (tabs, toggles or per-card actions).
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description; Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/hape/s-05.webp) · imagery: slot 2
### 5. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Compact band (259px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description.
- [Screenshot](https://uidiscovery.com/media/captures/hape/s-06.webp)
### 6. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (460px at 1440), page background; 12 images/icons (a set of cards or a small gallery); form with 60 fields, 7 buttons (tabs, toggles or per-card actions).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/hape/s-07.webp) · imagery: slot 3
### 7. Features — explain the key benefits, grouped so each can be scanned in seconds.
- Layout: section title over a grid or alternating rows of benefit items. Compact band (259px at 1440), page background; no images (type-led); no interactive controls.
- Slots: Section title; 2 items: icon or visual + short title + 1–2 line description.
- [Screenshot](https://uidiscovery.com/media/captures/hape/s-08.webp)
### 8. Content — supporting content that deepens one idea.
- Layout: text + media block. Half to one screen (487px at 1440), page background; 12 images/icons (a set of cards or a small gallery); form with 60 fields, 7 buttons (tabs, toggles or per-card actions).
- Slots: Heading; Body copy; Supporting visual (see image plan); Primary + secondary action.
- [Screenshot](https://uidiscovery.com/media/captures/hape/s-09.webp) · imagery: slot 4
Inner pages also captured (About, Changelog, Contact, Shop, Security): https://uidiscovery.com/sites/hape?view=pages
## 5. Design system
### Colour
| Role | Hex | Use | Contrast on background |
|---|---|---|---|
| background | `#ffffff` | page background | — |
| foreground | `#131313` | body text, headings | 18.6:1 |
| accent | `#ed0000` | primary buttons, links, highlights — sparingly | 4.6:1 |
| surface | `#fafaf9` | cards, inputs, alternate bands | text on it 17.8:1 |
| muted | `#e52319` | secondary text, borders | 4.6:1 |
Captured palette: `#ffffff` `#fafaf9` `#ed0000` `#2b3136` `#e52319` `#131313`. Roles are assigned automatically — sanity-check them against the screenshot. Keep the palette's *mood* (light, warm) and proportions; swap the accent for the user's brand colour.
### Tokens
```css
:root {
--background: #ffffff;
--foreground: #131313;
--accent: #ed0000;
--surface: #fafaf9;
--muted: #e52319;
--font-heading: "Inter", ui-sans-serif, system-ui, sans-serif;
--font-body: "Inter", ui-sans-serif, system-ui, sans-serif;
--radius: 12px; /* calibrate from the screenshot */
}
/* Tailwind v4 — in globals.css after @import "tailwindcss"; */
@theme {
--color-background: var(--background);
--color-foreground: var(--foreground);
--color-accent: var(--accent);
--color-surface: var(--surface);
--color-muted: var(--muted);
--font-heading: var(--font-heading);
--font-sans: var(--font-body);
}
```
### Typography
- Headings: **Inter** (Google Fonts) — reference uses Greycliff CFExtra. “Greycliff CFExtra” is likely a custom or licensed face. Inter is a neutral stand-in — pick a closer free match by eye from the screenshot.
- Body: same family — a single-family system; create contrast with size and weight, not a second face.
- Scale (starting point, sizes weren't measured — calibrate against the 1440px screenshot): display clamp(2.5rem, 5vw, 4.25rem), h2 clamp(1.75rem, 3vw, 2.5rem), h3 1.25rem, body 1rem–1.125rem / 1.6, small 0.875rem. Headings: tight tracking (-0.02em), line-height 1.05–1.15.
### Spacing & rhythm
Sections run ≈460px tall at 1440 (median; range 165–540px, captures cap at 1700px) — short, dense bands. Start with 64–80px vertical padding per section on desktop and about two-thirds of that on mobile. One continuous background — separate sections with space and type, not colour bands. 8px spacing grid, 1200–1280px max content width, 24px (mobile) / 32–48px (desktop) gutters.
### Shape, depth & theme
Confident colour blocks — let full-bleed colour bands and big shapes carry the personality. Read exact corner radius, border and shadow treatment from the screenshots. Light-first; for a dark mode use a near-black (not #000) background, ~90% white text, lift surfaces with lightness not shadow, re-check the accent.
## 6. Imagery plan
Measured from 6 section screenshots: mostly **typography with little or no imagery**, some photography (light, warm, Shopping). Still glance at the linked screenshots to match the exact mood.
### Slot 1 · 1. Features → photography
- Shopping references lean on photography. Count: a set of ~4 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/hape/s-02.webp)
- **Stock** — “product flat lay neutral background”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background?orientation=landscape) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background/?orientation=horizontal)
- **Generate** — `Photograph: product flat lay neutral background. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ed0000, #fafaf9. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 2 · 4. Features → photography
- Photography, seen in the capture (art, easel, illustrations). (measured from the screenshot) Count: a set of ~10 in one consistent style. Aspect: 4:3. Look first: [ref 1](https://uidiscovery.com/media/captures/hape/s-05.webp)
- **Stock** — “product flat lay neutral background close up”: [Unsplash](https://unsplash.com/s/photos/product-flat-lay-neutral-background-close-up?orientation=landscape) · [Pexels](https://www.pexels.com/search/product%20flat%20lay%20neutral%20background%20close%20up/?orientation=landscape) · [Pixabay](https://pixabay.com/images/search/product%20flat%20lay%20neutral%20background%20close%20up/?orientation=horizontal)
- **Generate** — `Photograph: product flat lay neutral background close up. Composition: tight crop, identical framing and background across the whole set. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ed0000, #fafaf9. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:3. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 3 · 6. Content → photography
- Photography, seen in the capture (art, easel). (measured from the screenshot) Count: a set of ~12 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/hape/s-07.webp)
- **Stock** — “hands opening package close up”: [Unsplash](https://unsplash.com/s/photos/hands-opening-package-close-up?orientation=portrait) · [Pexels](https://www.pexels.com/search/hands%20opening%20package%20close%20up/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/hands%20opening%20package%20close%20up/?orientation=vertical)
- **Generate** — `Photograph: hands opening package close up. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ed0000, #fafaf9. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
### Slot 4 · 8. Content → photography
- Shopping references lean on photography. Count: a set of ~12 in one consistent style. Aspect: 4:5. Look first: [ref 1](https://uidiscovery.com/media/captures/hape/s-09.webp)
- **Stock** — “minimal store display wide shot”: [Unsplash](https://unsplash.com/s/photos/minimal-store-display-wide-shot?orientation=portrait) · [Pexels](https://www.pexels.com/search/minimal%20store%20display%20wide%20shot/?orientation=portrait) · [Pixabay](https://pixabay.com/images/search/minimal%20store%20display%20wide%20shot/?orientation=vertical)
- **Generate** — `Photograph: minimal store display wide shot. Composition: simple composition with one focal point. Lighting: soft natural daylight, airy and high-key. Warm colour grade that sits on #ffffff, #ed0000, #fafaf9. Photorealistic, natural textures, shallow depth of field, 35mm lens. Aspect ratio 4:5. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.`
- **No imagery (type-led)** — 2. About, 3. Features, 5. Features, 7. Features: No imagery needed — type, spacing and colour do the work. If the screenshot shows a background graphic, rebuild it in CSS (gradient, grid, noise) or a short muted video, not a stock photo.
### If the screenshots show a different style
Open the refs first and name what you actually see (photo / product UI / illustration / abstract gradient or 3D / type only). If it differs from the guess, switch routes — UI is built in code, type-only needs no image, otherwise:
- **abstract 3D / gradient** — generate `Abstract 3D render: soft, matte clay shapes and a smooth gradient in #ed0000 and #e52319 on a #ffffff background. Lighting: soft natural daylight, airy and high-key; warm tone. Minimal and calm, generous negative space on one side for text. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“abstract gradient 3d” on Unsplash](https://unsplash.com/s/photos/abstract-gradient-3d?orientation=landscape) (same query works on Pexels/Pixabay)
- **illustration** — generate `Flat vector illustration: product flat lay neutral background, friendly simplified shapes, limited palette of #ffffff, #ed0000, #fafaf9 plus one soft neutral, plenty of empty background, consistent line weight, warm mood. Aspect ratio 3:2. No text, no letters, no logos, no watermarks, no brand marks or trademarked products, no recognisable real people.` · stock: [“shopping flat illustration” on Unsplash](https://unsplash.com/s/photos/shopping-flat-illustration?orientation=landscape) (same query works on Pexels/Pixabay)
- **Licences:** Unsplash and Pexels images are free for commercial use under their own licences; Pixabay under the Pixabay Content License. Check each image's page before use, credit the photographer when asked (good practice anyway), and skip images showing logos, trademarks, branded products or identifiable people without a release.
- **AI generation:** the prompts work with any image model (GPT Image, Imagen, Flux, Midjourney, Firefly, SDXL…) — check its commercial-use terms. Never put the reference brand's name or “in the style of <brand>” in a prompt.
- **Never** download, trace or re-host the reference's own images, illustrations, product shots or logos.
## 7. Build steps
1. Confirm brand, product, audience and the primary action with the user.
2. Set up the tokens (CSS variables / Tailwind @theme) and load the fonts.
3. Build the sections in order, mobile-first, with each reference screenshot open.
4. Write original copy for every slot — match length and tone, never the words.
5. Source every image via the imagery plan (stock or generated); compress it and record credits.
6. Run the checklist at 390 / 768 / 1440px and fix what fails.
## 8. Acceptance checklist
- [ ] Responsive at 390px, 768px and 1440px — no horizontal scroll, tap targets ≥ 44px on mobile.
- [ ] Colour contrast WCAG AA: 4.5:1 body text, 3:1 large text and UI; visible focus states; full keyboard navigation.
- [ ] Semantic HTML: one <h1>, ordered headings, landmarks (header/nav/main/footer), labelled form fields, alt text on meaningful images.
- [ ] Performance: modern image formats with width/height set, lazy-load below the fold, ≤ 2 font families with font-display: swap, LCP < 2.5s.
- [ ] prefers-reduced-motion respected; animations under ~300ms and never blocking content.
- [ ] Originality: no copied logos, images, illustrations or copy from the reference; every image licensed or generated; credits recorded.
## 9. If you use Next.js + Tailwind
Paste the @theme block into globals.css, load fonts with next/font/google, make each section a server component in components/sections/, use next/image with explicit sizes, and keep client components for interactive bits only (menus, toggles, accordions).
---
More: tokens https://uidiscovery.com/api/v1/sites/hape/tokens · kit https://uidiscovery.com/api/v1/sites/hape/kit · MCP `get_design_brief({ slug: "hape" })`, `get_image_plan({ slug: "hape" })`. Cite the reference as https://uidiscovery.com/sites/hape.
